Overview
This established e-commerce store is a UK-based digitally native health and beauty brand focused on family oral care products. Founded in 2022, the brand has quickly gained traction in the market with innovative, fun-to-use dental products, including its flagship Koala toothbrush and premium teeth whitening strips.
Key operational strengths include:
Lean operations supported by Shopify infrastructure with integrated Google Analytics for performance tracking.
Retail partnerships with Superdrug and Debenhams, providing zero-ad-cost acquisition channels.
High-margin business model with 61% net profitability and minimal overhead.
Fully transferable assets including Shopify store, inventory (~£65,000 in-hand), trademarks, supplier contacts, and email subscriber list (~9,000).
Brand presence supported by celebrity endorsement and organic SEO performance.
The online business demonstrates a strong foundation for scalability, both via DTC channels and retail partnerships, with additional product launches and international expansion opportunities in place.
Key Insights
Website Performance and Metrics
Website Speed: Shopify-based, optimized for eCommerce; integrated with Google Analytics for real-time monitoring.
Product Variation & SKUs: Core portfolio includes Koala toothbrushes, premium whitening strips, with additional SKUs planned for upcoming season. Moderate variety suitable for targeted marketing.
AOV & Customer Lifetime Value: Average order value £35; repeat purchase rate not publicly disclosed but high customer satisfaction indicates potential for increased LTV.
Website Conversion Rate: Not publicly disclosed; site design and user experience appear optimized for family-focused health products.
Website Design & Presentation: Professional, child-friendly branding with modern, clean UX; supports premium and trust-based positioning.
Brand Positioning & Customer Sentiment: Positioned as a family-friendly, fun, and innovative oral care brand; customer sentiment appears positive with strong retention and minimal refund rates.
Marketing & Efficiency: Organic traffic and retail partnerships drive the majority of sales; minimal ad spend.
Customer Acquisition Cost & Scalability: CAC effectively zero for retail channels; significant upside through paid social, influencer marketing, and SEO expansion.
Product Offering & Marketing Angle: Innovative, high-quality oral care for families; marketing can leverage educational content, celebrity endorsements, and social media campaigns.
Financials
The oral care e-commerce store reports £131,287 annual revenue and £79,825 annual profit, corresponding to a 61% profit margin. Monthly performance highlights:
Nov–Dec 2024: Revenue £13.5k–£14.2k, Profit £8.1k–£8.8k (strong holiday prep sales).
Jan–Feb 2025: Revenue £5.9k, Profit £3.9k–£4k (post-holiday dip).
Mar–Apr 2025: Revenue £18.6k–£22.1k, Profit £11.2k–£13.8k (spring peak).
May–Jul 2025: Revenue £6.8k–£14.3k, Profit £4.1k–£8.6k (fluctuating sales, possible SKU rotation).
Aug–Sep 2025: Revenue £8k–£10.8k, Profit £3.2k–£7.2k (summer seasonality).
Oct 2025: £0 (likely placeholder or reporting gap; requires verification).
Multiples: Revenue Multiple 0.3x; Profit Multiple 0.6x. Financials indicate strong profitability and efficient operations, with potential for scaling revenue via marketing and retail channel expansion.
Marketing (Paid & Organic)
Organic Channels: SEO rankings for high-intent keywords (“Kids Electric Toothbrush”), social media presence (Instagram, Facebook).
Paid Channels: Currently minimal; substantial opportunity for Facebook, TikTok, Google Shopping, and influencer collaborations.
Retail Channel Leverage: Superdrug and Debenhams listings provide zero CAC revenue streams.
Operational Efficiency
Lean operations; backend fully built for scale on Shopify.
Self-managed fulfillment, optional 3PL for seamless handover.
Inventory streamlined with rapid delivery capabilities.
Supplier contacts and processes fully transferable.
Customer Data & Relationships
9,093 engaged email subscribers.
High satisfaction and brand loyalty indicated by 0% reported refund rate.
Primary market: UK families and health-conscious adults.
Legal & Compliance
UK trademarked brand included in the sale.
Review supplier contracts, retail agreements, and Shopify store ownership.
Verify data privacy compliance and standard UK eCommerce obligations.
Challenges Identified
Revenue Seasonality: Significant monthly revenue fluctuations; post-holiday and summer dips require mitigation strategies.
Limited Paid Marketing: Heavy reliance on organic channels and retail partnerships; growth potential through paid acquisition untapped.
Product Line Concentration: Dependence on a small set of SKUs (Koala toothbrush, whitening strips); expansion to additional oral care products could increase revenue.
Data Gaps: October 2025 shows £0 revenue; requires confirmation and verification of reporting accuracy.
International Expansion: Brand primarily UK-focused; logistics and marketing needed for global reach.
Recommendation
Engage with the seller to obtain:
Complete P&L for 12–24 months and clarification on October 2025 revenue.
Customer acquisition metrics for DTC and retail channels.
Supplier and retail contract details for verification.
Key growth opportunities include:
Paid social media campaigns and influencer collaborations.
Expansion of product portfolio to include adult oral care and eco-friendly hygiene items.
Leveraging existing retail relationships to expand to additional UK and international platforms.
Email and retention marketing to maximize LTV.
Conclusion
Overall, this e-commerce store for sale is a high-margin, profitable, and operationally lean UK-based brand with strong retail partnerships and brand recognition. With a 61% profit margin, minimal overhead, and scalable Shopify infrastructure, it presents a compelling acquisition opportunity in the health and beauty sector.
Challenges include seasonal revenue fluctuations, limited marketing channels, and SKU concentration. Addressing these with marketing investment, product line diversification, and international expansion can unlock significant upside.
